Benefit Segmentation of Seaside Destination in the Phase of Market Repositioning: the Case of Portorož


Correspondence to: Helena Nemec Rudež, University of Primorska, Faculty of Tourism Studies Portorož - Turistica, Obala 11a, 6320 Portorož, Slovenia.



The purpose of the paper is to present benefit segmentation of visitors to Portorož, a mature seaside Mediterranean destination, during a phase of repositioning, to understand whether it attracts visitors who seek benefits other than just passive leisure, which characterized Portorož in the past. Four distinct segments of visitors and their characteristics were identified. The largest segment, ‘well-being visitors’, is looking for physical activity and convenience. The results give us better insight into the demand side; on the other hand, they have practical implications for tourism suppliers, who try to adapt their product to new conditions. Copyright © 2011 John Wiley & Sons, Ltd.